A Year That Asked Everything of Us: Our 2025

As we near the end of 2025, I’ve been reflecting not just on what we’ve achieved, but on everything this year has quietly, and sometimes loudly, asked of us.

On a personal level, my heart feels full. Watching Elin and Eren grow has been the greatest joy, grounding me in ways that nothing else quite can. I’ve cherished the moments spent with family and friends, and in September, returning to the office five days a week after about 7 years felt like a milestone I didn’t realise how much I needed. I’ve genuinely loved being back in that rhythm; the structure, the focus and the sense of momentum.

On the business side, however, 2025 was relentless and one of the most demanding years we’ve faced.

Running an independent brand is never easy, but this year required resilience and demanded everything at once. Juggling priorities, constantly innovating, solving problems in real time and leaning heavily on optimism, all at once.

One of the biggest challenges, and one we haven’t been very vocal about until now, was the impact of what we believe was a Google update last year. It significantly affected our digital visibility and, as a result, our business. Despite extensive investigation, both by us and by external experts, there has never been a clear or specific reason identified. To be clear, this was not related to security or compliance; it was simply how Google's updates affected our visibility. And the impact was enormous.

This year has therefore been about rebuilding. Not rebuilding the past, because that’s gone, but rebuilding our present and our future. It has been incredibly hard, with a very real impact on the business and a knock-on effect on us personally. It has felt deeply unfair and unjust, especially when there was no clear explanation or path to resolution.

Gareth and I were not new to digital tech or ecommerce when this happened. Between us are many years of experience building, growing and running ecommerce, so it felt even more painful and unjust.

But if there has been a silver lining, it’s this: it sharpened our understanding of digital even further. What 2025 did was force us to go even deeper into the mechanics, the nuances, the shifting landscape and the realities of modern digital platforms.

So much so, in fact, that both Gareth and I have been invited to consult on these very challenges.

Personally, I’ve had the opportunity to work with some wonderful brands across different categories, from early stage startups to more established businesses, helping to build, refine and strengthen their digital marketing foundations. Taking years of hands-on experience and applying it in new ways has been incredibly rewarding, in particular seeing the tangible growth and value I’ve been able to add for others.

If there’s one thing this year has reinforced, it’s that small businesses are more exposed and reliant than ever on big tech. Digital expertise isn’t static. It evolves constantly, and those willing to stay curious, adaptable and brave enough to keep learning are the ones who continue to grow and who will be able to fight through and survive if big tech turns on you. If any of this sounds familiar, please know you’re not alone and that rebuilding is possible, even when the path isn’t clear.

Where do I get the time to consult, I hear you ask? Wearing many hats has become second nature and of course, being back in the office five days a week (although not full days) helps. I also wrote an article this year about Modern Motherhood and the Invisible Workload, which resonated with so many of you. It seems we’re all swimming in similar waters, trying to balance ambition, responsibility and care, and it meant a great deal to hear how seen many of you felt reading it.

Despite the challenges, I’m immensely proud of what we have achieved and delivered in 2025. We restocked much-loved bestsellers and introduced new launches throughout the year, including our Hoxton trainers, our leather ballet flats and foldable shoes, with new styles like Pimlico. We also launched Moorgate, a silhouette I’m particularly excited about. It’s already had wonderful reviews, is beautifully streamlined and refined, and perfectly complements the Hoxton trainer collection. More colourways are coming, so please stay tuned.

This year also saw our Kew vegan trainers featured in The Independent, where they were named one of the 12 Best Vegan Trainers. We continued our work with Sheffield Hallam University to further our Kew Project, deepening consumer research around plant-based leather versus synthetic PU leather; not just to better understand consumer trends and behaviours, but to educate. Looking ahead to 2026, I’ll be exploring alternative ways to fund this important and purposeful project. Please stay updated and watch this space.

We remain entirely independent. We have no external investors and are not part of a wider group. Everything we do is self-funded, which means every decision, from production to operations, sales and marketing is carefully considered and genuinely meaningful.

One of the greatest highlights, always, is you. Your orders. Your reviews. Your photos. Your support genuinely helps keep an independent brand like ours moving forward. Seeing Cocorose woven into your everyday lives never gets old. Social media can be a frustrating place with its ever-changing algorithms, but it remains a space where we can connect, and I truly love sharing your Cocorose Moments. Please keep them coming. They mean more than you know.

So yes, 2025 delivered one of the toughest business years we’ve ever faced. You really do have to love what you do to get through something like this. The passion, determination and grit required are very real. Running an independent business is a privilege, and it's incredibly rewarding, but it is also exceptionally hard, especially when faced with external factors entirely beyond your control.

And yet, true to form, I remain an optimist. Every challenge has made me grow. Every setback has humbled me. And every difficult moment has made me even more proud of the journey we’re on.

We celebrated our 18th birthday this year and here's to the next many!

Writing this feels brave. It feels vulnerable. But I’ve learned that growth doesn’t come from pretending everything is fine. It comes from facing challenges head-on, learning from them, and emerging stronger, more grounded and more determined than before.

I’m realistic enough to know that 2026 won’t suddenly be easy, but it will be intentional. We’re rebuilding carefully, thoughtfully and with more clarity than ever before. I feel positive. Crikey, if I could get through 2025, what genuinely felt like rock bottom at times, then I know we will keep moving forward.

Thank you for walking this journey with us. Thank you for believing in what we do. And thank you for allowing Cocorose to be part of your story. I’m endlessly grateful and so thankful knowing you have our backs and that you continue to place your trust in us.

Here’s to learning, rebuilding, and moving forward together. Happy new year 2026!